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American Public
Health Association
800 I St. N.W.
Washington DC 20001-3710
(202) 777-APHA
Fax: (202) 777-2534
Web site: www.apha.org
E-mail: comments@apha.org

If you dont exist in the media, for all practical

purposes, you dont exist
Daniel Schorr, commentator, National Public Radio

ADVOCACY AND PUBLIC HEALTH.......................................................................... 2

PLANNING YOUR MESSAGE ...................................................................................... 3
CONTACTING THE MEDIA ......................................................................................... 4
Creating a Media List ....................................................................................................... 4
Before Making Contact With the Media......................................................................... 5
WAYS OF USING THE MEDIA .................................................................................... 6
News Release...................................................................................................................... 6
Letter to the Editor ........................................................................................................... 7
Op-ed .................................................................................................................................. 8
Editorial Board Meeting................................................................................................... 9
Interview .......................................................................................................................... 10
Media Event ..................................................................................................................... 12
END NOTES.................................................................................................................... 14

Media Advocacy Manual American Public Health Association

ADVOCACY AND PUBLIC HEALTH

Advocacy is used to promote an issue in order to influence policy-makers and encourage
social change. Advocacy in public health plays a role in educating the public, swaying
public opinion or influencing policy-makers.
Media coverage is one of the best ways to gain the attention of decision-makers, from
local elected officials to members of Congress. All monitor the media. Every
congressional office has a staff person who monitors the news in the district or state and
clips articles that mention the representative or senator by name. These articles are
circulated to staff each week. Decisions to support legislative initiatives are frequently
influenced by the media coverage.
Getting media coverage can be very easy. By taking a few minutes to write a letter to the
editor, any APHA member or public health advocate can reach thousands of other
citizens, including policy-makers and their staff. Investing just a little more time can lead
to significant payoffs for public health.
You can also use the media to publicize community or state level public health events.
Any meeting merits mention in the local newspapers community calendar, and a
workshop or a meeting with an outside speaker may warrant an article as well. Use each
of these events to contact local reporters, editorial boards and radio and television talk
show hosts. They may want to cover your event, and even if they do not, they will look to
you as a resource person when they write about these issues in the future.

Public health is what we, as a society, do collectively to assure the

conditions in which people can be healthy.
The Institute of Medicine

Media Advocacy Manual American Public Health Association

PLANNING YOUR MESSAGE

Before you can begin your advocacy, you need to have a plan. You need to know what
the message is that you are trying to get across and you need to know any actions you
want to be taken by the public, by other organizations or by legislators.
First, you should establish what your overall goal is. Are you trying to motivate the
community to take action on an issue? Are you advocating for a policy or law? Or are
you just trying to bring attention to a certain issue? It is important that you have an
overall goal before you start so that you can target your audience through the use of the
media.
Here are some questions to ask yourself when developing your overall strategy.
What is the problem you are highlighting? This could be underage drinking,
tobacco use, etc. But you should narrow your problem to a specific population. For
example, if you start out trying to end all cigarette smoking, you will have a hard time
developing a solution and gaining support. But if you narrow it down to underage
smoking, you will have an easier time of coming up with a solution.
Is there a solution to it? If so, what is it? Again, try to narrow this down to a
specific population. If you are trying to combat underage smoking, you could
advocate for stricter laws for those who sell tobacco to minors.
Who can make the solution possible? Whose support do you need to gain in
order to make the solution happen? In the example of stricter laws for those
who sell tobacco to minors, you would need to target lawmakers. You could do this
on a local level or on a national level, depending upon your organization.
What do you need to do or say to get the attention of those who can make the
solution happen? Do you want to use the media to get your message out by
holding a news conference or briefing? Or do you want to use advertising to get the
attention of the public? Remember, not all advocacy requires the use of the media.
Sometimes it is easier to get your message out through marketing and advertising
than through news releases and conferences.
Once you have defined your overall goal, then you can design the message that you want
to get out in the public. You want your message to be simple and clear. You should point
out the problem you are addressing, why your intended audience should be concerned
with this problem and what should be done about the problem. Make your message
powerful persuasive and compelling. You will need to say something compelling to
capture the attention of the public. Try to create a message that is new and put a human
face on it. By humanizing the issue, your issues will have a greater impact on the public
than if you just state statistics. Finally, make sure your message targets your intended
audience. If youre targeting lawmakers, you will use different language than if youre
trying to target the general community.

Media Advocacy Manual American Public Health Association

CONTACTING THE MEDIA

Creating a Media List
Before you begin to contact the media in your area, you should familiarize yourself with
the local media. Watch the evening broadcasts and read the paper daily to get a feeling
for how different stations and papers cover public health issues. This will give you an
idea of who would be most likely to cover your story. Find out which reporters cover
public health and track them to see how they cover the issues and if this is the type of
reporter you would want to cover your story.
It is also important to think about the audience that the station/paper reaches. You want to
make sure that you use the best outlet to reach your intended audience. If you want to
mobilize the community, look at a local paper whose readers are mainly in the
community you are trying to reach. If you are trying to get the attention of legislators,
you may want to find a paper that covers politics and reaches a broader audience. If you
want to send a message to your peers, you may want to try a trade magazine (i.e. NonProfit Times, Healthcare Business Magazine).
Once you know what papers or stations you want to reach, you should create a list of
media contacts. This list is perhaps the most important tool for conducting media
advocacy. Developing such a list takes time, and it should continuously evolve. You need
to get contact information. You will need the names of reporters, editors or producers,
their address, phone numbers, fax numbers and e-mail addresses so that you will be able
to send them your information in the format most appropriate for the type of story. (Also,
some reporters read their e-mail others do not. It pays to find out which type of format
your key reporters prefer.) Keep all of this information for future reference.
To get this information, call the station or paper and ask. You can find out who covers a
certain beat (a reporters beat is the issue area he or she covers on a regular basis). If
you are not sure with whom you need to talk, you can ask to speak to the news or
assignment editor. This is the editor who assigns articles to the reporters and could help
send you in the right direction.
Some Relevant Public Health Reporter Beats
Health
Tobacco
Medicine
Health Economics

Environment
Public Policy
AIDS
Health Business

Childrens Issues
Science
Fitness
Healthcare

Phone numbers for newspapers, radio and television stations are usually listed in the
phonebook. You will need the number of the news desk and once you have that, you can
call and get the information you need. More information can be found in resource books
such as Bacons Media Directories (www.bacons.com), Burrelles Media Directories
(www.burelles.com), News Media Yellow Book (leadershipdirectories.com) and Gale
Media Advocacy Manual American Public Health Association

Directory of Publications and Broadcast Media (www.gale.com). While expensive, these

reference books can often be found in local libraries. Also, many stations and papers list
contact information on their Web sites.
You could also ask other organizations in your area if they have a media list and share
your information. Make sure the organization you are getting your list from focuses on
the same type of issues as you do. If they do not, you may end up with a list of reporters
who would not be interested in covering your story.
Once you have your list, keep it updated. Keep media sign-in sheets from any news
events you hold and keep a log of all contacts you make with the media. Update your list
with new contacts. This will keep you up-to-date on who covers which beat so that you
will always have that information at your fingertips.
Finally, remember to create a good working relationship with the media. It will work to
your advantage if you have a few friends in the media. That way, when you are
contacting the media, you know that you have a few reporters you can rely on. This will
make it easier than trying to contact everyone on your list. One well-placed,
comprehensive story told from your organizations point-of-view, has a greater impact
than a smattering of brief stories that dont adequately convey your message.

Before Making Contact With the Media

Once you have your message ready and know whom you want to contact in the media,
take some time to prepare before you contact anyone. Divide up responsibility in your
office, or have volunteers help out. You can divide up responsibility according to talent:
designate one person to do any writing that needs to be done, have one person act as
spokesperson, etc. This will make the workload lighter.
When choosing a spokesperson, make sure the person you choose is comfortable
speaking with the media, answering questions, is knowledgeable on the issue and can
stay calm in stressful situations. Dealing with the media can be very frustrating and fastpaced so it is important that your spokesperson be able to remain calm in these situations.
Also, designate certain people on your staff who will speak with the media. They should
be the only people to communicate with the press. This way, the media will not get
conflicting information from your staff, but the planned message you are trying to get
across.
Remember, know the message you are trying to get across and know your information
before you speak to the media. Reporters work on deadline and need to get accurate
information from you in a timely manner. If a reporter makes contact with you, you do
not have to speak to them right away, but may want to take a message and call them back
once you are prepared to speak to them. But remember to ask when their deadline is and
call back promptly. If you call back after deadline, you may have missed your chance to
get your story out.
Media Advocacy Manual American Public Health Association

WAYS OF USING THE MEDIA

There are many different ways you can use the media in advocacy. You can hold news
conferences, write letters to the editor, give interviews or arrange editorial board
meetings. The method you choose should be the best one to promote your issue.

News Release
Many reporters gather information for upcoming stories from news releases. The news
release tells the reporter the who, what, when, where and why of a news story. This
information helps the reporter determine whether to write an article or otherwise cover
your news. But remember, reporters receive many news releases over the week, so in
order to get yours noticed, your release should quickly grab the reporter or editors
attention and the rest should convince him or her of the issues news value.
News releases generally follow a standard format. The format is designed to give the
reporter or editor all the information he or she needs quickly. By following the same
format, all pertinent information, such as contact information, is in the same place and
easy for the reporter to find.
The following is the standard format for a news release:
Organizations name. The name of your organization should run across the top of
the release. The release should be run on organizational letterhead if possible.
Contact information. Below the name of your organization, you need to put the
name and phone/fax number and/or e-mail address of the staff person the press should
contact to get more information. This is usually located on the top right-hand corner.
Release date. This tells the reporter when the information in the release can be
published or broadcast. The release can be for immediate release to the public, in
which you can put For immediate release on the top. The reporters can also hold the
information until a certain date. For this, you would need to put Embargoed until
(release date and/or time). The release date is usually located on the top left-hand
corner.
Headline. The headline is important. It is a short phrase summing up the essence of
the release. This will run under the contact information and above the body of the
release.
Body. This is where you will tell the reporter/editor the who, what, where, when and
why of your story.
Your release should follow the inverted pyramid style of writing, in which the conclusion
or most important information goes first, followed by supporting information. This style
Media Advocacy Manual American Public Health Association

of writing is necessary for any news materials because your readers are busy and
bombarded with many different pieces of news. You cant count on the reader to get
through the entire page so you must give the most important information the essentials
of the story at the start.
The first paragraph, the lead, should be the most powerful. This is where you
should tell the most important information of the release, in order to get the interest of
the person reading it.
Keep your sentences and paragraphs short and use plain language. Dont use
acronyms or jargon. Also, you should try to keep your release short, one or two pages
double-spaced should suffice.
Use quotes if possible. This puts a human face on the news you write. The quote
should substantiate the lead, be from a significant person and add a piece of
information. Try to put a quote high in the release, within the first three or four
paragraphs.
Finish your release with a tag. This is usually one paragraph of boiler plate
information to fill in information holes such as a paragraph description of APHA,
your organization or the goals of the work youve highlighted in the release.
End. Reporters/editors look for a symbol at the end of the release to tell them there is
no more information. If your release is more than one page, at the end of the first
page, type more to signal the release continues on the next page. At the end of
the release, type 30, END, or ###. This will be centered on the bottom of the
page below the tag.
News releases can be mailed, faxed or e-mailed to reporters. You may want to call the
reporter to make sure that he or she has received your release or that the right reporter has
it. Remember, reporters are often busy meeting deadlines so make your call brief and to
the point.

Letter to the Editor

A letter to the editor is the simplest way to communicate an opinion to the general public.
The chances of having the letter printed greatly increases at smaller or less prominent
newspapers or magazines. On average, many local papers publish up to 80 percent of the
letters they receive. Of course, if you hope to have the letter published in The New York
Times, then it will compete against hundreds or thousands of other letters.
The most important caveat is to write a letter no longer than what the target newspaper
tends to publish. A much longer letter is more likely to be discarded, and if it is not
discarded, it is the editor who will decide what information will be cut in order to fit the
length requirements. Short, pithy pieces are best.

Media Advocacy Manual American Public Health Association

Before you begin writing your letter, look at the editorial pages of different newspapers.
Often, specifications on writing letters to the editor will be on this page. If not, follow
these general tips for writing your letter.
Be brief and concise. Focus your letter on just one concept or idea. Limit yourself to
250-300 words.
Refer to other stories. If possible, refer to other articles, editorials or letters the
newspaper has recently published. This should be done as soon as possible after the
article was published. This will increase its chances of being printed.
Include contact information. Include your name, address and daytime and home
phone number so the paper can contact you with any questions. Also, include any
titles and degrees that are relevant to help the media know you have expertise. And
make sure to refer to your organization in your letter.

Op-ed
Another way of contacting the media is by writing an opinion piece to be run on a
newspapers opinion-editorial page. Writing an opinion article offers an opportunity to
present an extended argument. They run on the page opposite the newspapers editorials
and are typically local and timely. Unlike editorials, op-eds are written by members of the
community rather than by journalists. But like editorials, an op-ed often carries more
weight than a letter to the editor; it presents a point of view with much greater detail and
persuasion than a short letter allows.
Careful planning will increase your chances of placing an op-ed. In addition to submitting
an article, mount a campaign to get it published. Be sure to follow up within a week after
submitting an article to ensure that it was received and to answer questions the editor
might have.
Before you submit your op-ed, you will want to:
Obtain guidelines. Call and ask the editorial page editor or op-ed editor for the
newspapers op-ed policies, i.e., submission guidelines such as length (usually 700800 words).
Talk to the editor. Try to arrange an appointment with the editorial staff to discuss
your unique qualifications for writing an op-ed and the issues urgency. Use the
meeting to sell your issue, your organization and yourself. Some newspapers will not
take time to meet with you; they will make a decision based solely on the article. At
the very least, the editor might have useful suggestions on how to write your article
and improve its chances of being published.

Media Advocacy Manual American Public Health Association

Localize it. Adopt a local angle in your op-ed, even on a national issue. Since youre
probably competing for space with nationally syndicated columnists, a local angle can
make your article more appealing.
Most papers require exclusivity; you may only submit your op-ed to their publication. If
they decline to print it, you are free to submit the piece to another publication.
Editorial Board Meeting
The most powerful way to win support for your issue or reach your member of Congress
or local official through the media is to gain the editorial support of your newspaper.
Arranging an editorial board meeting will take more time than writing a letter to the
editor, but the results are worth the effort. This will give you the chance to persuade the
editor why the newspapers readers would be interested in your story and this could
increase the likelihood of more coverage by the newspaper of your issue.
Here are some tips on arranging a meeting:
Call the editorial page editor. Briefly explain the issue and request a meeting. It is
best if the issue is tied to a particular news event or local concern.
Prepare for the meeting. Study the issue, write down key facts and list your main
points. Think through the local angle. Why should your community or the
newspapers readers and the editor care about the issue? It might also help to
familiarize yourself with the kinds of editorials and columns that appear in the paper.
This will give you insight into the papers position on certain issues.
Present your issue. You might meet with one editor, or perhaps several editorial
writers and reporters will decide to join your meeting. You will have five or 10
minutes to state your case as persuasively as possible, after which you will be asked
questions. If you do not know the answers, offer to find out and get back to the editor
later.
Follow up. Leave behind some printed material reinforcing the points you have
made. After the meeting, send a note of thanks to the editor. If you do not see an
editorial within a few days, make a follow-up phone call to the editor. If the editor has
decided not to write on your issue, ask if the paper would print an op-ed or at least a
letter to the editor submitted by you. Whatever you achieve, you have established
yourself and APHA as a source of information on public health issues in your
community.

Media Advocacy Manual American Public Health Association

Interview
Another way of working with the media is to give interviews. There are more than 10,000
television and radio stations nationwide, each with producers constantly on the lookout
for story ideas and guests to have on their shows. Local talk shows have also become a
significant force in national politics. As a member of APHA, you know more about
public health issues than most people in your community and can credibly share your
concern and knowledge on a local talk show.
Following are some tips to help you arrange and prepare for an interview.
Arrange an appearance. Call or write the talk show host or producer. Explain your
interest and experience in a particular aspect of public health, and outline why people
in your community should care. Again, it is best to have an upcoming event or a local
angle as a news peg to make your pitch more attractive.
Familiarize yourself with the program. Learn the name of the host, the show, the
station and names of other guests appearing on your program. Find out whether the
interview will be live or taped, if there will be call-in questions and the length of the
interview. Listen to the program to become familiar with the style and positions of the
host and the format of the show.
Prepare for the interview. Write out the most important points you hope to make,
including anecdotes and personal stories you want to share, questions you might
anticipate and answers to those questions. Role-play answering those questions with a
partner. Also, you may want to think out some counter-arguments to your issue and
prepare responses to them. Remember that the media usually presents both sides of a
story so you want to be able to counter your opponents viewpoints.
When being interviewed, there are several things to keep in mind to help make the
interview go smoothly.
Speak in a natural, audible tone. Remember to remain calm during the interview,
even during stressful moments. Do not get defensive or angry. Keep in mind that the
reporter decides what goes in the story or what doesnt, so you dont want to say
anything that you would not want to see on the evening news.
Avoid jargon and acronyms. Remember, not everyone is an expert on your issue.
You should use language that will be easily understood by someone outside of your
field of expertise.
State your message. Answer interview questions by stating your main message first,
followed by supporting points. Use the questions as springboards into developing
your message. Present your arguments as concisely as possible while showing
enthusiasm for your subject. If you dont know the answer to a question, say so. Also,
dont be afraid to speak up if the reporter misstates something or has a wrong fact.

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Be concise. It is important to keep your answers short, especially in broadcast

interviews. Soundbites in broadcast interviews usually run around eight seconds long,
so you want to get your message out quickly. Print reporters also look for concise
quotes for their stories. Say what you have to say then wait for the next question.
Dont feel compelled to fill dead air while waiting for the next question. Some
reporters may wait a beat before asking another question, hoping you will jump in
and fill the silence. This often results in remarks being made that you wouldnt
normally want on the record.
Tape yourself. You may want to bring along a tape recorder to make your own
record of what was said in the interview. This way, if there is an error or misquote in
the story, you will have your own record of what was actually said. Make sure that
everyone involved in the interview knows you are taping it.
When being interviewed for television, there are several additional things to remember.
Clothing. Avoid solid white or black clothing and anything with tight stripes. Solid
designs in gray, blue and brown look best. Avoid large, flashy jewelry. Large jewelry
will create a reflection off the TV lights. Dress professionally. If you wear a uniform
to work (lab coat, military, etc.) consider wearing that for your interview.
Look at the interviewer. Unless otherwise instructed, look directly at the host. Do
not look at the camera. Relax and avoid nervous gestures or mannerisms. Use, but do
not overuse, your smile and hand gestures.
Sit straight. You want to sit up straight, but not stiff, and lean slightly forward in
your chair. Do not lean into the microphone. Avoid swiveling in your chair. If
standing, stand up straight. Do not place feet side to side, but plant more weight on
one foot. This will keep you from swaying.
Youre always on. Remember, even if you are not speaking, you may still be on
camera. And any comments you make prior to or after the formal interview may be
caught on camera or tape, so mind your actions.
After the interview, follow up with a note of thanks to the reporter, host or producer of
the program. You can often request a taped copy or written transcript of the program for
your files. If you provide a videocassette or audiocassette prior to the program, they may
make a tape for you. Listen and learn for your next on-air experience. If there is an error
in the story, contact the reporter and point out the error and ask for a correction. But
remember to remain calm. Also, try to go directly to the reporter to fix the error instead
of going over his or her head to the editor or producer. Doing this should only be done if
there is a major mistake and the reporter will not acknowledge it. By going over the
reporters head, you may ruin any working relationship you had developed, so this step
should only be done in extreme circumstances.

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Media Event
In some cases, you may want to consider holding a media event to disseminate your
information. The two most common media events are the press briefing and news
conference.
A press briefing is held to provide journalists with background information on an issue. A
briefing is a good way to provide journalists with an update of key developments and
issues, as well as your organizations work and policy, on a certain topic. These meetings
can be informal and are a good way to make contacts with the media.
A news conference is held to announce a major story such as the release of a report, a
new policy that has been developed or your organization is taking a new major initiative
on an issue.
Press briefings and news conferences are major undertakings and require a lot of work
and preparation. But they can be very valuable when you have important information to
release, a critical situation has developed, an important speaker has become available or
you have a dramatic point of presentation to make on an important issue. Most often,
contacting reporters individually or holding a briefing for a small group is a better use of
time and resources. But on occasion, you may need to hold a news conference to draw
attention to a particular public health issue.
While such an event takes preparation and a lot of legwork, one committed person or a
small group sharing the work can undertake it. Consider dividing up the work among
your staff to make it easier. Following are a few suggestions for planning and holding a
media event.
Location. You will want to find a well-known location that is convenient for
journalists to get to. Make sure the room is not too large. This way there wont be a
lot of empty seats, giving the impression that few journalists showed up. Also, make
sure there is a podium and a table long enough for all of the speakers to sit at. There
should also be adequate open space for television cameras, lights and microphones.
Usually, television cameras will be placed in the back of the room so there should be
plenty of open space in the back. The room should also have plenty of electrical
outlets. Popular sites for media events include hotels, local press clubs or public
buildings near media offices. Also appropriate is using a location that highlights
public health as a backdrop for your issue, i.e., a local health department, a childrens
hospital, a school or a community park.
Timing. Journalists have very busy schedules so timing is important. The best time to
hold an event is around 10 a.m. or 11 a.m. on a Tuesday, Wednesday or Thursday.
Plan around competing events, holidays or other activities that may impede
journalists from attending your event.
Contacting the media. Send a media advisory several days to a week in advance if
you have the luxury of time. If not, e-mail and fax the advisory. Include in the media
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advisory the location, time and date of the event, with brief directions if necessary,
the names of speakers and an eye-catching summary of the presentation. Follow up
with phone calls to the journalists several days later. Call a day or two before the
news conference to draw their attention to the release and ask if they or someone
from their office plan to attend. This is critical. Newsrooms are swamped with
releases, faxes and invitations to events. A follow-up phone call will ensure that your
contacts know about the event and remember to put it on their calendars.
Materials. You will want to have material at your press event to give out to the
media. The easiest way to hand out material is to put together a press kit. A press kit
usually contains news releases, fact sheets and biographies of speakers as well as
copies of any reports, case studies, etc., that are being released at the event. Make
sure you have plenty of copies of all material with you in case more people attend
than planned for. Also, have a sign-in sheet for any journalists attending. Remember
to use this sheet to add to and update your media contact list.
Prepare. Set up the room for the number of people that you invited. Dont be
disappointed if fewer people showed up than expected. Attendance is hard to predict.
Your event may be competing against another news event. Select a moderator for the
event. Determine beforehand who will make opening remarks, introduce each speaker
and direct questions following the presentation.
Resource people. Have extra people from your staff available to assist at the event.
You will need someone to assist journalists before and during the conference. Have
some help in handing out media kits, managing the sign-in sheet, directing journalists
to phones or handle any other last minute details.
Presenting. Make your formal statement as brief as possible 15 or 20 minutes
while still getting in all the pertinent information and allow time for questions. A
general rule of thumb is to limit the number of speakers to no more than five and limit
each speaker to three to five minutes. Remember, a news conference is for the media
to ask questions, not attend a lecture. Also, start your event on time. Journalists work
on deadlines and will need plenty of time to get your story in before deadline.
Interviews. Allow time at the conclusion of the event to take personal interviews,
arrange photos or answer more detailed questions.
Follow up. After the event, thank reporters for attending and ask if they need any
further information. You may also want to fax or e-mail material to those journalists
who were unable to attend. Also, make sure your staff knows who to direct phone
calls to from journalists calling for follow-up.
Feedback. Respond in writing to any news stories your event or media outreach
garners. Reporters pay attention to response letters both positive and negative and
will often integrate the comments into future stories.

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END NOTES
Cultivating good relationships with reporters will benefit your organization and the
public health issues that you work to further. Showing reporters that you value their work
by following the news, finding the appropriate reporter to pitch, expressing your news
concisely and giving reporters feedback will help them value yours.
Some sources for information on media advocacy:
News for a Change: An Advocates Guide to Working with the Media; by Lawrence
Wallack, Iris Diaz, Lori Dorfman, and Katie Woodruff; Sage Publications, Inc., 1999.
Media Advocacy and Public Health: Power for Prevention; by Lawrence Wallack,
Lori Dorfman and Makani Themba, Sage Publications, Inc., 1993.

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